Creative B2B branding (no, really) : building a creative brand in a business world / Scot McKee.

Format:

Book

Author/Creator:

McKee, Scot.

Language:

English

Subjects (All):

Branding (Marketing).

Advertising.

Physical Description:

1 online resource (244 p.)

Edition:

1st ed.

Place of Publication:

Oxford : Goodfellow Publishers, c2010.

Language Note:

English

Summary:

B2B brand communications have changed little in the last 25 years, until now. This book combines experience, insight, anecdote, observation and example to demonstrate how businesses can dramatically improve their creative communication and the value of their brands.

Contents:

CONTENTS; 1 Getting over the stigma (B2B v B2C); 2 It's just a badge, isn't It? (logo v brand); 3 The customer's always right (external perceptions); 4 Up close and personal (gathering internal support); 5 Forget the product (brand strategy development); 6 The creative platform (managing creative appetite); 7 Publish and be damned (launch); 8 Crystal balls (predicting the future, digital brands and the end of the world as we know it); 9 Bear witness

Notes:

Includes index.

ISBN:

9786612662911

9781282662919

1282662910

9781906884895

1906884897

9786000040505

6000040504

OCLC:

792684131